Samsung Galaxy Unpacked 2025 LIVE: I'm here at Samsung HQ

I'm on my way right now to Samsung's Kings Cross headquarters in London for a very special event ahead of Samsung Galaxy Unpacked later this evening. If you're hoping to tune in, the official Unpacked event is being live-streamed via Samsung's official website and YouTube platforms and will be kicking off at 6 pm UK time, as well as 1 pm EDT, and 10 am PDT.

While we wait for the main event to start, let me direct you to a piece we wrote recently on Samsung teasing a new mixed-reality headset (in partnership with Google).

It's set for a 2025 launch, so this could be a super interesting year for Samsung fans.

In other news, I recently went on a trip to Slovenia and put my Samsung Galaxy S24 Ultra to the test in an ultimate camera phone shoot out against the new Honor Magic 7 Pro smartphone.

Both camera phones performed excellently, and are fused with AI imaging power. It was tough to select a winner, but take a look at the article to see the official verdict.

The time is ticking, and we're nearly closer to the official Samsung Galaxy Unpacked 2025 live stream. To be precise, there's 2.5 hours to go, as you can see from the timer set on my Samsung Galaxy Watch 6 (I told you I was a Samsung fan).

It's not much of a secret that Samsung will be offering details on its highly anticipated S25 flagship smartphone series during unpacked later this evening – but what do we think the new handset will look like?

There were some seriously wacky rumours and leaks flying bout, including speculation that the S25 Ultra could have a built-in drone. I know Samsung can be innovative, but I very much doubt this will be an S25 Ultra feature.

En route to Samsung HQ now… brb.

CB Editor Georgia here filling in for Beth as she makes her way across London. At CB we are known for being Apple fans on the whole, but I have to say Beth has helped change the game for our outlook. We are all equally as excited to see what Samsung has to unpack for creatives - after all, the camera and AI features are a dream for pros on the go.

And though a recent study showed users aren’t enamoured with AI so far for mobile, I think Samsung’s the one with the potential to change all that.

Here we goooo!

And I'm in! It's a buzzy vibe full of people awaiting the big event to start. It's so soon now! As a photographer I'm hoping for camera news, but as a design site we're also excited to see any design changes. To be honest even Samsung haven't done anything outrageous with phone design yet, so it'd be nice to see some out of the box thinking beyond just a different placement of camera lenses and a rounder or squarer shape.

Umm... don't mind if I do!

Hmmm. I think I have just found a spoiler.... And it's a camera sneak!

Whether or not I was supposed to see this, who knows, but it was just laid out for anyone to see.... I like the sound of this one.

This is very atmospheric. With just 15 minutes to go, I'll be getting to my seat soon to bring you all the news as it happens.

The presentation here at Kings Cross has kicked off with a few words from Samsung Ambassador, Fearne Cotton, who tells us that she loves the Galaxy AI Sketch to image feature as a creative herself and busy mum.

The live stream from San Jose is about to commence, and we've been told that Samsung has a surprise to share at the end of the presentation... I wonder what that could mean 🤔

Okay so Unpacked has kicked off with a very brief first glimpse at the S25 (it looks kind of silver?), and then a lot of talk about AI and Google Gemini – which I guess is to be expected.

The highlights: Screen sharing will be coming soon to ask Gemini about information and visuals that you can see on your screen.

Wait a second.... did I hear him say headsets and glasses??

Tim Roh reveals that a key feature coming to Samsung includes the ability to talk to the Galaxy S25 as if you are talking to a friend, using much more casual and fluent language.

He also mentions the security offered by Knox Vault, which is reassuring for those wary of AI assistants.

While sat here at Samsung HQ watching the Unpacked live stream, I've been sent an email from the Samsung Experience Store with some discount codes for preordering the S25. This seems a little premature (at least let us see the phone first), but I'm never one to complain about receiving coupons, I am an ecommerce writer afterall.

Not to put a dampener on things, but is anyone else a little sick of hearing about AI? I get it, it's very intelligent and can do lots of things to help me, but the way it gets explained can be seriously boring. Bring back Fearne!!

Okay I officially stan Max the dog. What a cutie!

So it sounds like Circle to Search is getting the Shazam experience with a new feature that lets it identify songs in the background of your suroundings. Pretty cool!

Samsung definitely knows what it's doing in this Unpacked presentation. You might be losing me with all this Gemini AI info but, show me a picture of a Labrador and my interest is immediately reignited.

Finally, we're actually hearing about the S25 series! (Even if it's still related to AI).

The highlights:
• Proscaler intelligently boosts image quality by 40%
• 18% increase in FPS and elevated ray tracing performance
• Next-gen heat dissipation structure and vapour chamber for smoother multitasking
• Better battery life (up to 31 hours of video playback)
• S25 Ultra has new glass ceramic display with Corning Gorilla Armour 2

We've also learned that the S25 will come in different shades of blue (my favourite colour)

Okay stay calm – it's camera specs time.

I'm very impressed by this virtual aperture concept, which will definitely come in handy for portraits.

Key announcements:

• 50MP ultra-wide camera
• Object-aware engine detects subjects better
• New film camera photography filters with AI (eeee how cool!)
• AI analyses frames to identify the best group photo - this seems very similar to the Google Pixel 9's best-take feature
• Nightography tools come to video
• HDR video with better contrast than dynamic range
• Log video editing tools including DaVinci Resolve and Premiere Pro

I'm gonna be real with you guys, my MacBook is on 8% battery right now and there is no way for me to charge it without hunting to find a plug socket.

It's also not ideal that we're almost an hour into this presentation without a crumb of information yet on the S25 Ultra model. Ugh.

I might have to switch over to phone blogging soon, send me good vibes.

If you're just tuning in to Unpacked, here's what you've missed.

So that's the end of Unpacked, but the fun is only just beginning here at Samsung KX as we're about to get hands on with the latest S25 series. How exciting! I'll be disappearing for a little while now, but let me leave you with this video featuring an epic London showcase celebrating the launch.

Breaking news!!

Samsung just teased something else at London HQ. Make of this what you will...

I'm back! Just about to hop on the train home but I have plenty more Unpacked deets to share with you.

The lovely folks at Samsung let me charge my Mac while playing around with the S25 - another reason why they're better than Apple (kidding, of course).

So here we have a very first look at the new Samsung Galaxy S25 range. The darker blue colour on the S25 Plus is my absolute favourite! The handsets feel sleek and premium, and a lot more lightweight than the previous S24 series.